Beams
Fall 2019
My Role
Web design, art direction, copy, lighting and grip.
In 2019, Boosted rolled out its first integrated light system: Boosted Beams. Bright up front, brake light in the back, built to keep riders seen and safe. I stepped in as the lead on marketing for the launch, working shoulder-to-shoulder with the team to lock down features, dial in visuals, and get the story right.
Research
I kicked things off by locking in the target market and pinning down the core problem. Then I dug in, research, sketches, layouts, the whole works. Partnered with engineers to get the real story on the product and the packaging. Teamed up with marketing to build a clear, loud message across web, video, social, and email. The mission? Refresh the accessories layout. Tell a better story. Show how Beams solve the visibility problem. And yeah, sell some product.
Target Market:
Longboard and skateboard riders (V2, Stealth, Plus, Mini X, Mini S) chasing a brighter, safer ride.
Photo/Video
Photography is where ideas get tested for real. This is the exploration phase, the moment when the product steps out of sketches and starts to shine. We split the shoot across two full days:
Lifestyle: 6-hour night shoot
Product: 8-hour studio session
Lifestyle
One cold, late-night run through SF, into the early morning. Empty roads. Clean light. Perfect conditions. We picked riders who knew their way around a board and chose colors that played nice with the screens and the product.
Product
Most of the studio day went into shooting on black. We knew the hero shot would be the workhorse, the image used everywhere so we put in the time to nail it. The studio shots were quicker to dial in and filled the next day in the office.
Pairing photos with the website
My favorite part of the whole process is when everything finally clicks—when all the ideas come together and you see the product speak as one. From there, it’s about locking in the right images, tightening the copy to match, and making sure every piece pulls its weight. Then it’s export, upload, and handoff to the devs to bring it home.
Conclusion
Boosted wasn’t just a great place to work—it was a product I genuinely believed in. I’d been riding my own Boosted Mini since early 2018 and just crossed 1,000 miles on the thing. An absolute beast. It was an honor to build with such a sharp, scrappy team and make so much happen with so little. The whole project ran just over eight months, and it stands as some of the work I’m most proud of. Huge credit to the crew below who brought it to life.
Design
Kyson Dana
Hayden Shaum
Taylor Suchy
Marketing
Noriko Morimoto
Kerry Cecere
Development
Boosted Athens Team
Robert Shilov
Product design
Jukka Rautiainen
Levi Price
Blair Williams
Photography
Kyson Dana
Max Claus
Video
Max Claus
